A former University of Hertfordshire student is putting her entrepreneurial skills to the ultimate test as a contestant on the new series of BBC’s The Apprentice.
Herts alumna Vanessa Tetteh-Squire, 28, from Enfield, North London, who graduated in 2020 with a degree in Marketing and Fashion, is one of 20 new candidates hoping to win over business mogul Lord Alan Sugar to secure a £250,000 investment.
Vanessa is the founder of specialist contemporary swimwear and resort wear brand Ayorkoh (pronounced Eye-or-koh), which is designed for women with fuller busts.
In the early stages of building her business, Vanessa said: “Through Ayorkoh, I am creating everyday styles that not only properly support fuller-busted women’s needs but also look incredible. My designs will defy gravity!”
Vanessa successfully secured her place on series 20 of The Apprentice on her first attempt.
“I was a fan of the show when I was younger, but I applied on a whim. This was my first-time applying and my main reason was simple: I had nothing to lose! I will always take a chance on myself!”
Vanessa becomes the second Herts alumni to appear on The Apprentice after Frederick Afrifa appeared in series 19. Every year, scores of students are helped by the University to start up their own business.
After leaving Herts in 2020, Vanessa launched a brand called Vanessence – the first iteration of her swimwear product. “Vanessence performed well initially,” she explains. “I had intended to scale the business that year by travelling to China to work directly with my manufacturers, but the impact of Covid-19 and our inability to travel meant my sales declined so I could not expand as planned.
“Now I am confident I can make a big success of my new venture.”
She’s also trying to give something back as she progresses. “I’m developing Bisa Academy, a social enterprise helping young people discover a world of entrepreneurial skills and real-world opportunities. I love connecting with people around delivery, product, and entrepreneurship.”
Vanessa says her characteristics will help her both in business and on The Apprentice. “I firmly believe that progress comes from stepping outside your comfort zone and embracing risks. I like to seize the day. I’m known for being resilient, trustworthy and a true jack of all trades. I’m the person who gets things done no matter the challenge.
“I am also a part of the very community I am building this business and space for, having undergone breast reduction surgery but natural changes in my body have restored a fuller bust so that has brought me full circle.”
Vanessa is no stranger to taking big decisions, something also reflected by her educational path at the University of Hertfordshire. Initially studying pharmacy, she changed course after one year to study marketing and fashion after realising she wanted to start a business.
“My passion for travel made me aware I was struggling to find swimwear that truly met my needs – and looked good – and that became the catalyst for starting my own business.”
Now she’s keen to spread that same positivity to future student entrepreneurs. “My advice to others would be: what is stopping you? Nothing is ever too big and if something doesn’t work – just try something else!”
Professor Damian Ward, Dean of Hertfordshire Business School, said
“Our enterprise team helped almost 50 student start-ups last year alone, and it is inspiring to hear how one of our resourceful alumni is demonstrating the real-world skills and aptitudes we try to impart to our graduates. We wish Vanessa every success with her appearance on The Apprentice and look forward to hearing more about the progress of her innovative product.”
